Interview with Sif Jakobs, founder of Sif Jakobs Jewellery

Discover how Sif Jakobs’ incredible work ethic and craftsmanship has help grow her eponymous jewellery brand Sif Jakobs Jewellery, and caught the eye of celebrities like Katy Perry and Miley Cyrus.

What’s your career background?

I was born in Iceland where I went to school as a child, I was then educated as a goldsmith in Sweden, worked for a jewellery company in Italy and finally, started my eponymous jewellery brand in Denmark, where it is still headquartered today. 

How did your career change after having children?

It honestly didn’t really change. I was working the day I gave birth to my son; I drove from the office to the hospital and four days later I was back at the office, with him on my arm.

The only things that really changed were my priorities. Before my son, my main focus was on the company and the jewellery, whereas now, his wellbeing is my main concern. Sif Jakobs Jewellery will always be so important to me, however.

How do you spread the word about what you do?

We have always worked with partners in Europe who are good at helping us spread the word about our brand and jewellery.

Besides that, a strong PR approach working with key press and influencers in our target countries, is also a priority.

We are very lucky that our jewellery has been worn globally by some of the biggest stars in the world, including the likes of Katy Perry and Miley Cyrus, which certainly helps with brand awareness!

And your proudest moment so far? 

My proudest moment was when we won Jewellery Brand Of The Year in the UK. That proved to me that we were doing something right; it was a huge milestone and felt like such a big accomplishment. It was the first time I felt like we were an international brand.

Why is work so important to you?

Because this is my own world, this is where I get to be free. It’s fun to grow something and to see new things come to life. I dont really feel working in my company is a job.

Who inspires you?

My mom and women all over the world. When I travel I am lucky enough to meet so many strong, independent women and speak with them, if even briefly, about what makes them tick. A tiny snapshot into their worlds.

I design for them, for every woman; I design to inspire, illicit confidence and capture femininity.

How do you balance your work with your family?

This is probably what I’m not so good at. I work a lot. Some would say too much. But I love my work and I cannot let 

go. I dream jewellery and talk jewellery and I just cannot let go. I try when I’m on vacation but I still need to practise this!!

What are your three top pieces of advice for someone wanting to do something similar?

  1. Be ready to work hard. Be sure you want this so much that you are ready to work 24/7 to succeed.
  2. Be aware of your strengths and weaknesses and make sure to have good people with you on the journey. People you can trust, but who will also balance you out.
  3. Follow your heart. All people have advice and ’better’ ideas if you ask them, but you have to be strong in your belief – of your brand and of yourself. You are your vision.

Find out more about Sif Jakobs Jewellery.